Music quality, genre, message key to standing out in saturated market

Major K-pop agencies are set to launch new groups this year, with music critics predicting they will opt for a safer strategy of focusing on broadly appealing music and concepts rather than experimenting with unfamiliar ideas.
While sticking to tried-and-true formulas, each agency is expected to add a unique spin. Girl groups are also predicted to enjoy a higher chance of success due to their strong visual appeal and greater market demand this year.
JYP Entertainment will lead the charge with the debut of its new boy band, Kickflip, on Monday. The seven-member group features three previously unrevealed members alongside four who fans might be familiar with through the 2021 TV competition “Loud.” JYP and YG Entertainment have long employed a strategy of introducing new group members via TV shows to build a fanbase before their debut.
The name “Kickflip” derives from a skateboarding trick in which the board makes a full rotation along its long axis. According to JYP, it symbolizes the group’s ambition to break conventions to deliver bold performances.
Kickflip's debut EP, "Flip it, Kick it!" includes six tracks, with main song “Mama Said” co-written by Kyehoon, Amaru, Donghwa and Minje of the group. The third track, “Warriors,” features lyrics penned by Day6’s Young K, showcasing both senior and rookie talents.
“JYP groups often follow a slow and steady trajectory,” music critic Lim Hee-yun said Thursday. “Rather than aiming for instant success, they gradually build their skills and identity over time. Kickflip is likely to follow a similar path, gaining prominence steadily.”

In the following month, SM Entertainment will debut the girl group Hearts2Hearts on Feb. 24, marking the company’s first girl group since aespa in 2020. The group’s name reflects a goal to connect deeply with global fans and create a heartfelt musical universe of meaningful messages.
Hearts2Hearts consists of eight members, each bringing their own talent and potential. SM Entertainment described the group’s identity as distinctive across music, performance and visuals, drawing on the company’s legacy and expertise.
“Historically, SM’s girl groups have achieved significant success,” Lim said. “Their track record suggests a high likelihood of success for Hearts2Hearts.”
Music critic Kim Do-heon agreed, adding, “While rookie groups from major agencies rarely fail, success depends on the group’s unique identity and character.”
YG Entertainment also plans to debut a new group this year, according to executive producer Yang Hyun-suk. Though details about the debut date and group type remain under wraps, speculation leans toward a boy band, given YG’s history and Treasure’s last debut in 2020.
“Launching a new boy band could be challenging for YG, given their past struggles to replicate the explosive success of Big Bang,” Lim said. “If it’s a girl group, their chances of success could be higher, but differentiation from existing concepts, like Baby Monster, will be crucial, especially with Blackpink planning a reunion this year.”
Pop critic Cha Woo-jin emphasized the importance of long-term sustainability.
“It’s not just about the initial debut but how well these groups can sustain their success and become lasting intellectual properties,” Cha said.
He also highlighted the competitive landscape of K-pop.
“With approximately 100 idol groups debuting annually, relying solely on concepts or visuals has its limits. Ultimately, music quality, genre and message are key to standing out in the saturated market.”